Readers or Subscribers?
guide that turns subscribers into loyal readers. Includes
utilising letters to editor, ask the expert, survey readers, hold
Loyal Readers Or Subscribers?
you think of your subscriber base, do you have loyal e-zine readers or just a
bunch of subscribers?
can develop legions of loyal readers by developing an interactive relationship
with your readers through the use of some proven reader response mechanisms.
"Reader Response Mechanism" is merely a tool that encourages your readers
to respond to your messages by sending you requested information.
LETTERS TO THE EDITOR
Ask your readers
for opinions and then feature one or more of their opinions in your newsletter.
Pretty soon you'll be getting letters to the editor about letters to the editor.
Always ask, "So, what do you think?"
ASK THE EXPERT
type of column provides you with the opportunity to find out exactly what your
readers want to know. Answer your readers' questions and then carefully consider
how to best use this information when developing material for future issues. By
providing the answers to these questions, you also present yourself as an expert
and boost your credibility with your readers
SURVEY YOUR READERS
This can be
done easy enough by sponsoring a "Question of the Week," or placing
polls or surveys on your website. I often hear publishers lament their poor response
from surveys. Perhaps this is because they are asking for too much too soon. For
best results, follow these four simple rules:
a. Keep it short:
Even your loyal readers are busy. Don't make them jump through a lot of hoops.
Completing the survey should take less than 30 seconds or you've lost them.
b. Make it easy to use: If it's an email survey, give them a separate
email address to use. If it's a link to an online poll or survey, limit it to
three multiple-choice answers -- click three times and submit.
an entertaining survey or poll. Think "Cosmo Quiz!"
it anonymous: Always provide the option for your readers to submit their answers
anonymously if they choose.
the results in every newsletter. If you have a question of the week and post your
results, sooner or later even the diehards will be curious enough to participate.
a valuable prize in exchange for demographic information. Put an entry form on
your site and try to gather some basic demographic information such as: age, gender,
and zip code. Always include an area for free-form comments. Of course, you need
to collect their email address so that you can notify the winner. Be sure to disclose
what you will do with the information provided. Popular contest prizes are books,
videos, CDs and software. Choose one that will be of interest to your readers.
5. MEET AND
out and meet your readers face to face. If you are attending trade shows, events,
demonstrations or workshops, use these events to meet with and talk to your readers.
Participating as a guest on radio programs is another excellent way to actually
get to know your subscribers.
you ask for feedback from your readers, you learn about their passions
and interests. Armed with this very specific information ABOUT your readers, FROM
your readers, you can present them with high quality relevant content. The more
they like your e-zine, the more likely they are to go from passive readers to
active participants in your newsletter community.
Kate Schultz is the founder
of the renowned Ezine
University, and the co-founder of E-Zinez
-- the premier newsletter for e-zine publishers.
This page is about email publishing and
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